This course contains the use of artificial intelligence. This course teaches you which advertising strategies work best for a given situation. The underlying philosophy is holistic: Marketing is a profitable SYSTEM not just a collection of ads and other assets. Advertising helps you achieve economies of scale in customer acquisition.
Learn to plan the various levels of advertising strategy including: creative strategy, media selection, budget allocation, positioning, funnel optimization, and brand marketing.
Make context-driven decisions such as:
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When is differentiation good vs bad?
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When is storytelling vs hard-selling appropriate?
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What type of segmentation (if any) do you need?
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Should advertising sell the product or just get prospects into your funnel?
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Should I pay influencers to make ads?
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Should advertising be used at each stage of the marketing funnel?
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Do I even need ads?
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Is small business advertising different from corporate advertising?
Master profitable advertising strategy:
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Budgeting techniques
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Creative strategy
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ADPLAN framework
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Advertising when your market is saturated vs unsaturated
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Segmentation methods
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The importance of reach, frequency, recency, memory, and amplification
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Positioning
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Reasons to believe
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Targeting influencers, deciders, and purchasers
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Perception, cognition & metacognition
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Persuasion
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Building associations with your brand
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Direct advertising and brand building
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Investing short-term, medium-term, and long-term results
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Techniques that multiply advertisement effectiveness
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Maximizing customer lifetime value while minimizing customer-acquisition costs
